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Social media use now major mainstream activity

August 18, 2008 |

A one year follow up on a study of social media adoption at 500 of the fastest growing companies in the US has found that familiarity with and use of blogs, podcasting, wikis, online video and social networking has skyrocketed in 2008 to nearly double what it was in 2007.

The University of Massachusetts Dartmouth Center for Marketing Research performed the study for Inc. Magazine and their findings confirm what previous studies have argued as well: social media use is now a major, mainstream activity.

According to the study's authors, "26% of respondents in 2007 felt that social media is "very important" to their business and marketing strategy. That figure rose to 44% in approximately one year. It is clear that this group of fast-growing companies considers the use of social media as a central part of its strategic plan."

Social networking is the most familiar of the technologies. In 2007, wikis were the least familiar but they have since leapfrogged over podcasting.

It's notable that the study's authors found much more extensive use and growth in use in the fastest growing 500 US companies than they found in the Fortune 500, the largest companies. It would be a logical fallacy to argue that the fastest growing companies are growing fastest because of their use of social media, but it could be a factor. It could also be the case that insurgent companies have a greater incentive and proclivity to experiment than incumbent industry leaders.

Get the full story at ReadWriteWeb

Related Link: Social Media in the Inc. 500: The First Longitudinal Study

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